“For once, someone made a song and video about us, showing us, our work!”
— thoughts of a waste picker about BBC Media Action India's latest campaign
Activities and impact
Social media analytics
By the end of February 2022, the #Invaluables social media campaign earned 29.8 million impressions, reaching an estimated 2.9 million social media users in Bengaluru i.e., roughly 25% of the city’s population.
The campaign also witnessed an online engagement of nearly 20%.
- Impressions: 29,827,468
- People reached: 2,997,135
- Views: 4,743,309
- Engagement rate: 20.2%
Press coverage of #Invaluables
More than 40 stories related to #Invaluables, informal waste pickers and the work of Saamuhika Shakti were published across print and online media publications including The Indian Express, The Quint, Deccan Herald and The Better India.
Popular FM radio stations in Bengaluru also provided a wide coverage to BBC Media Action campaign highlighting the role of waste pickers and initiatives of Saamuhika Shakti. Radio Mirchi, RED FM and Radio One together provided an airtime of nearly 42 minutes to the #Invaluables campaign
It is estimated that the Advertising Value Equivalency of the media coverage stood at INR 7.5 million. The Meltwater social listening software calculated the Estimated Media Value of influencer engagement in the campaign to be INR 31 million
Insights from impact evaluation of phase 1 of #Invaluables
The research findings from the first phase show that the #Invaluables campaign was successful in moving the needle on better visibility of informal waste pickers. On an overall basis, the online positive chatter has translated into improved awareness about informal waste pickers and offline discussions on waste management and about informal waste pickers - amongst friends and family.
BBC Media Action’s impact evaluation